Analyzing the impact of conjunctive labeling as part of a regional wine branding strategy
Research studies have proven that place-based/regional branding methods have a positive effect on brand equity and economic benefits for companies. However, very small or specific regions may be confusing to consumers, so conjunctive labeling â or the process of advertising both a larger region and...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Firenze University Press
2017-12-01
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| Series: | Wine Economics and Policy |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S221297741730039X |